Felicia Leoncelli

Go with the Flo


“Ballet has taught me discipline.”

Former ballerina turned entrepreneur, Felicia Leoncelli joined AKQA’s Melbourne studio to share her inspiring story and diverse career achievements while raising a family with two children.

Felicia began work as a senior artist at the Australian Ballet and then became a principal ballerina at the Munich Ballet. Her passion for the ballet turned into entrepreneurial pursuits through the set up a successful clothing business which has since expanded from Australia into the US market and soon to launch in China.

Reflecting upon this career change, Felicia explained that as a dancer, she developed a keen eye for costume design and became interested in the materials and textures used to create the outfits she wore. Drawing from this, she designed dancewear specifically for young girls under her label Flo Dancewear. Felicia demonstrated the similarities between the dedication required to start a business with the relentless hours of training and commitment required to succeed at ballet.